FRAMINGHAM - Four years after coming up with the "Choose Framingham" slogan, the town is gearing up to re-launch the marketing campaign.

The town created the branding back in 2010 to help attract new businesses and promote Framingham as a place for living, learning, visiting and working.

Community and Economic Development Director Art Robert and Economic Development Industrial Corp. Chairman Michael Gatlin brought the idea of a re-launch to the Board of Selectmen last week, saying it’s part of a new marketing plan for the town.

A corporate reception in the Tech Park is planned for the re-launch, giving the town an opportunity to tout its successes and share the steps it has taken to be more business-friendly, they said.

"We feel that the town has turned a corner," Gatlin said.

Selectmen embraced the idea of the Choose Framingham re-launch, but said they hope to see measurable results of the campaign’s effectiveness this time, since there’s already been one go-round.

"We had kickoff events, and we had buttons, and we had cups," board member Laurie Lee recalled.

As part of its campaign, the town also has a marketing website, www.chooseframingham.com.

At Tuesday’s selectmen meeting, consultant Mark Horan of Rasky Baerlein Strategic Communications shared results of the marketing study he has done on the town.

He said Framingham has "built-in qualities," such as a strong workforce and easy access to the highway.

But some people still feel the town’s government is "tough to deal with," and the town has to compete against urban areas to attract companies today, Horan said.

He recommended the town wage a real campaign to win business and trumpet the examples of companies that have chosen to come here or stay here.

"I think there’s a lot of good ‘Choose Framingham’ stories out there," he said.

Robert said Friday the ultimate goal is new economic development.

"It’s all about - at the local level - telling the story," he said.

Danielle Ameden can be reached at 508-626-4416 or dameden@wickedlocal.com. Follow her on Twitter @damedenMW.